rtbe 2014: the right way to influence behaviour with technology
TRANSCRIPT
© 2014 The App Business
The right way to influence behaviour with technology
Jean Francois Hector, Senior strategist, The App Business
© 2014 The App Business© 2013 The App Business© 2013 The App Business
Software is eating the world and its tummy is rumbling
© 2014 The App Business© 2013 The App Business© 2013 The App Business
No industry is more appetising than retail
© 2014 The App Business
You can use mobile devices to understand whateach customer wants and the situation they’re in
© 2014 The App Business© 2013 The App Business© 2013 The App Business
The number and range of these devices is exploding
Mainframes
Smartphones
Things
Room
Desk
Hand
Anywhere
Ubiquitous computing means 75bn connected devices in 2020
Personal Computers
© 2014 The App Business
For a Behaviour to happen, 3 things need to come together at the same time: B
M A
T
© 2014 The App Business
For a Behaviour to happen, 3 things need to come together at the same time:
- MotivationB
A
T
M
© 2014 The App Business
For a Behaviour to happen, 3 things need to come together at the same time:
- Motivation
- Ability
B
T
M A
© 2014 The App Business
BM A
T
For a Behaviour to happen, 3 things need to come together at the same time:
- Motivation
- Ability
- Trigger
© 2014 The App Business
Behaviour tip #1 Think about Behaviour 1st, technology 2nd
First , thenBM A
T
© 2014 The App Business
How do we get someone to buya bbq they’ve already favourited?
Behaviour tip #2 Start from a simple, concrete behaviour
How do we increase averagerevenue per customer?✘
✔
© 2014 The App Business
Motivation tip #2Predict where & when they’ll be most motivated
IF Customer has favourited a bbq
AND That barbecue is on offer
AND The weekend is just 3 days away
AND It’s sunny outside
THEN Send push notification
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Ability tip #2Easy is different things in different situations
Time Physical effort Habit
Money Mental effort Norm
© 2014 The App Business
Ability tip #2Easy is different things in different situations
Need any help?
Call an expert View buying guide
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Trigger tip #1Think broadly about triggers
© 2014 The App Business© 2014 The App Business© 2013 The App Business
Buttons Badges
In-app notification
Cards Email
Display ad
On product
…
SMS
Trigger tip #1Think broadly about triggers
© 2014 The App Business© 2014 The App Business© 2013 The App Business
Trigger tip #2Make the trigger hot like a potato
© 2014 The App Business© 2014 The App Business© 2013 The App Business
Trigger tip #2Make the trigger hot like a potato
Waitrosecharitytokens
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BM A
T
For a Behaviour to happen, 3 things need to come together at the same time:
- Motivation
- Ability
- Trigger
© 2014 The App Business
BM A
T
Understand what acustomer is motivated to do
Make them able to do it easily
Deliver the trigger
The right way to use beacons is to make them MAT
© 2014 The App Business
The next $1bn behaviours in retail
• Customer looks at the extended range
• Customer looks at product reviews in store
• Customer buys one more item
• Customer buys that product they like
• Customer buys something for a friend